Road race gives sponsors chance to win

FALMOUTH — At next month's Falmouth Road Race, 12,800 people are expected to participate. Another 75,000 people may attend as spectators, race organizers estimate.

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By ROBERT GOLD

capecodtimes.com

By ROBERT GOLD

Posted Jul. 2, 2014 at 2:00 AM

By ROBERT GOLD

Posted Jul. 2, 2014 at 2:00 AM

» Social News

FALMOUTH — At next month's Falmouth Road Race, 12,800 people are expected to participate. Another 75,000 people may attend as spectators, race organizers estimate.

With that kind of crowd, it's not just the runners who are jockeying for position. The race has met with success in landing corporate sponsors looking to tap into the possibilities that the crowd can offer.

Christine Frazier, sponsorship coordinator for the race, said the sheer numbers "absolutely" were part of the pitch to sponsors. And Frazier said the fact that a large proportion of the runners are from Massachusetts was marketed to regional companies as part of the appeal.

"As a regional company, that is really a bang for your buck," she said.

Boston-based New Balance is the title sponsor (and the footwear and apparel sponsor), but organizers have increasingly focused on recruiting more "officials sponsors," Frazier said. The Aug. 17 race, with several events in the days preceding, has 31 corporate sponsors this year, and several other companies that contributed funds, she said.

There is an official yogurt (Yasso), bank (The Cooperative Bank of Cape Cod) and medical care provider (Cape Cod Healthcare). There is an official supermarket (Stop & Shop) and sponsor of the wheelchair division (Spaulding Rehabilitation Hospital Cape Cod).

Frazier said she has worked to maintain exclusivity, so the value to corporate sponsors isn't diluted. For example, there wouldn't be three yogurt sponsors, she said, regardless of what they wanted to donate.

"We try to build long-term partnerships and it has to be a two way street for the sponsorship," she said.

John Fulone, of The Cooperative Bank of Cape Cod, said the community reputation of the race is part of the appeal of teaming up with the event. It also highlights the bank's focus on community outreach and banking, he said.

"It's a premier event for the Cape," he said. "It gets a lot of great coverage."

Stephanie Nadolny, vice president of hospital operations at Spaulding Cape Cod, said the hospital's involvement enables participants to learn more about it — and also more about the possibilities of participating, regardless of injuries or other physical obstacles.

"It think it brings the word out to a whole new group of people," she said.

Frazier said some of the funds from the sponsorships goes to charities, scholarships and volunteer groups. Last year, the race donated $300,000. She declined to break down how much sponsors pay to be in the "gold," "silver" and "bronze" categories, but said the "bronze" category starts at $5,000.

The sponsors' information is available at the race, online and at various pre-race vents. Some of the larger sponsors have commercials on a large screen shown on a loop at the race.

A detailed list of the sponsors can be found on the event's website, www.falmouth